Citi Bank - Entitlements Redesign
Citi rolled out the new CitiDirect platform and related products. The Entitlements project focuses on improving the overall user experience for all Security Managers and their teams by simplifying the process of creating users, assigning & managing entitlements.
The Problem
The existing Entitlement journeys render a very complex user experience with multiple points of friction and usability issues resulting in frustration for the Security Managers in performing their day-to-day tasks. 35.4k YTD service inquiries are raised for entitlements with an ADR (Average Days to resolution) of 1.41 days.
User persona
With this research we also broke down the users by their attributes, frustration, motivations, goals, and responsibilities. Creating Persona helps us build empathy and tell stories.
UX Audit
Preliminary analysis of existing flows. Analyzed the user flows based on the Heuristic principles to quickly identify the friction points and usability issues.
Key Analysis from UX Audit
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Outdated and unresponsive UI interactions
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Redundancy and lack of clarity in navigation
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Lack of clarity in user flows resulting in tedious and time consuming tasks
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Lack of system status
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Lack of error prevention
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Poorly structured long forms
User Research
First round of interviews and concept tests performed to gather additional insights about clients, contexts, challenges, needs and feedback. We conducted 7 interview with participants from Citi and external companies that used CitiDirect
Key Analysis - What we learned from users
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Users has to go through the complex list of 400 + services to choose from to create each Access Profile
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Default access profile creation and management is confusing and there is need for more info to enable clarity
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Users have to restrict accounts in multiple Services otherwise resulting in over entitlements
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Reporting function not helpful - Users expect quick and easy reporting functionality
Participants
Competitive Analysis
Industry Analysis of Entitlements Studied and compared the different approaches used by competitors to assess and identify the best-in-class solutions offered under “Entitlements”
JP Morgan provides different modes that are both system defined or custom made to setup users to cater to the needs of the user Dashboard experience that includes a New “Manager” module summarizing the key actions needed Ability to easily download reports through the export functionality from the dashboard
Intuitive and smart forms that are prefilled with roles with the ability to customize them Ability to customize all the Products / Accounts / Role entitlements from a single view Instant notification system that alerts approvers and makers on the go to approve applications and notify when a request is rejected or approved
Solutions
Introducing User Groups & Account Groups: SM can create users in bulk and give entitlements to the group. When a new user is added, the user can be added to the group instead of repeating the process. Any edit will apply to all the groups.
Introducing Functional Capabilities: 400+ services were grouped into 7 Functional capabilities. Now the user has to select from 7 services instead of 400+ services.
Unified Dashboard Experience: SM can now view all the Users, and accounts and to-do tasks upfront.
Redesigned Internal Navigation for ease of access and simplified experience.
A new look and feel that matches the new CitiDirect design system and brings consistency to the application
